It happens roughly every few decades.
The initial emergence of social platforms was followed by the advent of Jason Calacanis and Mahalo.
With voice search and smart assistants, we witnessed a similar phenomenon once again. TikTok briefly took the spotlight. The paradigm then shifted.
Subsequently, ChatGPT and AI entered the scene.
This phenomenon is commonly referred to as “SEO murders.”
Each time a groundbreaking technology is introduced, three distinct patterns tend to unfold:
- Numerous SEO experts rush to publish articles and case studies positioning themselves as authorities on the latest tech.
- The narrative around “SEO is dead” resurfaces with each new release, marking a shift in trends and technological advancements.
- Research becomes increasingly robust compared to the past.
History repeats itself in this cycle.
The fundamental truth remains that Search is enduring, despite its seemingly animated resilience.
The ongoing debate revolves around the methods of search, the tools employed, and the significance of website links as a solution.
While users continue seeking assistance to fulfill their tasks, online marketers wield influence over the process.
Is AI Set to Replace Search?
The current discourse often speculates about AI superseding search engines and search professionals. However, I hold the view that ChatGPT is merely another tool in the arsenal.
Much like a knife that can be used to cut bread or oneself, the efficacy of AI hinges on its application.
Will AI completely supplant search engines? This query is a matter for introspection!
Screenshot taken in March 2023 by ChatGPT
That’s a valid perspective.
Over the years, numerous SEO experts, myself included, have contended that the era of gaming algorithms is long past.
SEO has gradually evolved into online marketing, emphasizing user intent, personas, use cases, competitive analysis, market dynamics, and more.
But can AI streamline these processes for us? Will AI assume our roles? Let’s pose this question to ChatGPT!
Screenshot taken in March 2023 by ChatGPT
AI Won’t Usurp Your Role. However, a Savvy Researcher Leveraging AI for Enhanced Efficiency Will
Why, you ask? Let’s delve deeper.
Many SEO professionals often task AI with endeavors beyond its current capabilities, assuming a deep understanding of how large language models function.
AI tools like ChatGPT lack access to factual databases, learning curves, or contextual indicators.
Unlike search engines, they do not store or retrieve information. Instead, they predict upcoming words or sentences based on their training data, without retaining this data.
While AI can make educated guesses, it falls short when tasked with specific or nuanced queries.
Furthermore, AI’s limitations extend to its inability to discern current events or authenticate sources, relying on extrapolation rather than concrete data.
While AI may excel in predicting common topics discussed frequently, its accuracy wanes with more specialized inquiries.
The training required for AI to respond to real-time events is substantial, making immediate responses unfeasible.
What About Google’s Bard, You.com, And Bing? Are They Capable of Overcoming These Limitations?
The answer is nuanced. While these platforms can provide answers, the methodology varies.
Bing, for instance, processes queries and then identifies webpages before presenting search results. Public-facing AI interfaces lack this depth.
Will AI Spell the End for SEO? Can AI Address Every Query Efficiently?
I beg to differ.
Back in 2009, the search engine Live rebranded as Bing, a move Bill Gates justified by stating, “The future of search is verbs.”
This sentiment underscores the evolving nature of search, focusing on facilitating user actions and tasks.
Search engines are fundamentally designed to aid users in accomplishing tasks and finding answers, rather than merely directing traffic to websites.
Smart SEO practitioners prioritize addressing user queries effectively, offering value beyond basic information retrieval.
ChatGPT: Capabilities and Limitations
ChatGPT excels in various tasks, from educational content delivery to technical discussions, yet falls short in practical tasks like Excel formula creation.
While adept at addressing common knowledge queries, ChatGPT’s responses may lack precision, as evidenced by errors in content generation.
While AI can list popular restaurants, it may struggle to recommend the ideal spot for a specific cocktail.
Instead of relying solely on AI for content creation, leveraging it as an SEO tool for data analysis and content optimization proves more effective.
SEO’s Enduring Relevance
For businesses reliant on curated content, insights, trends, and actionable advice, AI’s role remains supplementary.
AI may streamline certain tasks, but it cannot replicate the expertise, authority, or creativity of human authors.
As long as content adds value through insights, trends, recommendations, or problem-solving, SEO and search engines will continue to play a pivotal role.
While the landscape may evolve, the essence of SEO remains intact, ensuring job security for those adept at navigating this dynamic field.
